Taking the guesswork out of digital advertising
Marketing Week PartnerResearch Now’s Liam Corcoran looks at how live testing is putting the science into online ad campaigns and delivering return on investment for retailers
So much music, so little time: why marketers need a new way to find music
Marketing Week PartnerA good supplier of pre-cleared music should not just offer great catalogue – it should also avoid manipulating independent musicians and ensure both the artist and the client are looked after, says The Works’ Nick Payne
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Five ways B2B brands can use strategic partnerships to get ahead
Marketing Week PartnerThe benefits of forming strategic partnerships can be lucrative if chosen and executed properly. Fashion and Beauty Monitor’s Sarah Penny sets out five key steps to forming and maintaining successful long-term partnerships.
How to make the most of the social media class system
Marketing Week PartnerSocial media is the darling of the communications mix but we must be careful of not using social for the sake of it by ensuring that everybody’s voice is heard, no matter how it is communicated. By Amanda Moulson, Miniushka Hughes, and Tinni Guha Roy at Emanate PR.
Great PR campaigns are effective, not disruptive
Marketing Week PartnerFor too long, PR has been hampered by its desire to lead with style over substance. Now is the time to remember that influencing audiences is our goal and we need to put their needs first if we want to get the right results, says Kindred’s Sam Holl.
From storytelling to ‘contagious truthtelling’
Marketing Week PartnerBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswy In a world dominated by social media, PR spin has been made redundant. We are in a new communication age of ‘contagious truthtelling’ where brand truths generate contagious sharing and reputational advantage, says Good Relations’ Tim Browne.
Seven ways social media changed PR
Marketing Week PartnerResearch by Cision UK finds that while the effects of social media on PRs have been positive, any increasing dependence on social as a primary medium of communication can be hazardous, so view the channel as complementary to other efforts, advises Priyanka Dayal.
As social media reaches critical mass, how can real brand value be created?
Marketing Week PartnerOver the past 10 years, we have seen the biggest shift in communications for decades. Tangerine’s Sam Gregory explains what effect this is having on how brands communicate and increase their value.
The evolution of data – from science to art
Marketing Week PartnerIt is time to go beyond the data scientist and look to data artists to use their creative flair to solve business problems, provide analysis at a strategic level and make sure the right solutions are being implemented, says DataXu’s Bill Simmons.
Good data comes in small packages
Marketing Week PartnerConnecting big data is the best way for marketers to extract maximum value, says Media iQ’s Stewart Easterbrook. If marketers cannot access data in small, insightful packages, they are likely to face big data paralysis.
Five steps to data-driven success
Marketing Week PartnerConsumers are accessing content across multiple devices at the same time and that means channel-based marketing is no longer as effective as it used to be. Turn’s Helen Miall says brands need to incorporate a data-driven approach to audience-based marketing to reach customers.
Women in data: damsels in distress?
Marketing Week PartnerThe explosion of digital has brought changes in the marketing world, including creating roles for people with technical data skills. But in a male-dominated sector, how can women be heard and valued? TMW Unlimited’s Anna Foster shares her thoughts on how to overcome the challenges.
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McDonald’s European brand chief: Strive to be a better marketer, not an MD
Marketing Week PartnerPierre Woreczek, chief brand and strategy officer at McDonald’s Europe.
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Driving the future of performance marketing: devices, data and display
Marketing Week PartnerIf the performance marketing industry wants to keep up with the increasing trends of mobile, big data and programmatic, it needs effective strategies for cross-device tracking, channel ‘de-duplication’, attribution and data protection laws, says OMG’s Stephen Rumbelow.